The Podcast Fast Track

https://podcastfasttrack.com/

Contact Carey

There are lots of high-dollar audio engineering programs out there these days. Lots more than when I was starting college, that’s for sure. I wanted to go into audio engineering but “back in the day” the only way it seemed possible was to learn on the road, touring with some drug-saturated band.

No thanks. But I digress.

Chris Curran is a guy who’s been there, done that, and has actually printed the T-shirt himself. He’s a self-professed “sound geek.” He loves the audio stuff, the engineering, things like compressors and noise gates and mixers - and their digital counterparts.

In this conversation you’ll get to meet Chris, find out why podcasting is such a HUGE thing to him, and what he’s doing to help those audio geeks like himself who want to learn a valuable, lasting skill that will help move the podcasting industry forward.

Main Points :

• [1:35] An online friend I met in real-life: Chris Curran
• [5:17] How being a drummer in a band led to working in NYC as a sound engineer
• [9:00] The ultimate podcast hand-holding experience: Chris does it for his clients
• [11:30] Are you sound-checking your podcast record sessions? Here’s why you should
• [14:33] What does your listener’s situation have to do with your audio quality?
• [20:33] Finding clients who are looking for THE professional to produce their podcast
• [23:56] The only reason audio engineering exists is for the sake of the listener

 

You won’t find many people as passionate about audio engineering as this guy

Chris is one-of-a-kind, in a number of ways.

When speaking about audio production he says, “I’m nutty that way.” He loves to get his audio (for himself and his clients) exactly right, every time. He’s the kind of guy you want to be teaching you about audio, because you know he won’t miss anything vital and will probably throw in some things you might not know that you need to know, but will be glad you do.

That makes sense, right?

This was a fun conversation because Chris and I got to dive into his incredible story of how playing drums in a rock band eventually led him to doing sound engineering for major artists in New York City (how many podcasters can say that?) - and how he’s created a boutique kind of podcast service for large brands and high level entrepreneurs who want the best of the best of the best.

Chris is that guy, for many clients. You can hear about some of them on this episode.

Podcasting is easy, which turns out to be a bad thing from an audio engineering perspective

As many people these days are discovering, podcasting is not all that hard. It’s a beautiful thing to be able to spend a relatively short amount of time to equip yourself to know what you’re doing - then get a podcast into the world.

But then again, it’s not always a beautiful thing.

In Chris’ words, “Most podcasts out there sound horrible.” That’s why one of the most important things you can do to make your podcast stand out is to ensure that it does NOT sound horrible. An audio engineering program of some kind is a MUST for those who take their podcast seriously and want to make a difference in the lives of listeners.

Chris’ Podcast Engineering School is one of the ways you can equip yourself to stand out when it comes to the sound of your podcast. If you decide to take the leap, you’ll graduate with a skill set that (I’m guessing here) - not even 5% of the podcasters out there have.

But it might not be that you want your OWN podcast to sound great, it might be that you love the audio engineering side of things and want to set yourself up to serve clients who want THEIR podcast to sound great.

Keep listening. You’re going to hear some of the amazing things that are possible when you educate yourself to be an audio engineer for podcasts.

How Chris created a business of his own serving elite clients through audio engineering

Consider this: there are people out there who run high-profile, big name companies. Right?

What I’m about to describe may be an entirely different mindset than you have, but you have to understand that it’s REAL in the case of high-level CEOs and managers.

People in those positions OFTEN use price as a barometer of quality. In other words: they are actually LOOKING for the most expensive solutions to their problems because to them, it indicates that they’ve found the people who are the best at what they do.

Enter Chris Curran. Chris IS the best at what he does - not only teaching audio engineering but producing high-quality podcasts for big name brands and individuals. And his price tag reflects that reality.

In our conversation Chris explains why he’s able to charge higher fees for what he does, explains exactly what it is that he does for his clients, and tells why it’s a lucrative and important service that he provides.

And guess what? If you were to graduate from Chris’ Podcast Engineering School, you’d be equipped to do the same thing he’s doing.

A $2K course that’s a bargain because of what it sets you up to do

Most of us who are just getting into podcasting hear a $2000 price tag on a course like the one Chris offers and instantly disregard it.

Can I encourage you NOT to do that for one simple reason?

By comparison to traditional forms of education and the timeframe required to actually complete that course of study, what Chris is offering is an amazing bargain. For a typical college degree, you’d spend upwards of $30K. And it would take you at least 4 years to complete it.

Compare that to what Chris is offering - his lifetime of audio engineering experience, compressed into a focused, hands-on course, complete with personal Q&A and mentoring, for just $2000-ish. And you can complete the course in a matter of weeks, not years.

Then - here’s the great part - you’re skilled in a way that few others are. You have the ability and wherewithal to serve high-level clients just like Chris does - which can provide you an incredible living and the ability to work remotely, from anywhere.

If you don’t learn anything from listening to this episode (you ARE going to listen, right?), learn this: Allowing yourself to be dissuaded from an incredible opportunity because of the pricetag is a foolish choice. It’s the cost of education and it yields incredible dividends in the future.

Audio engineering exists for the sake of the listener

Think about that guy or gal, making the long journey on a commuter train or subway every morning. You’ll often see them with headphones or earbuds on, listening to… something.

What if it was a podcast? What if they were maximizing that time by taking the opportunity to change their life through what you (or your clients) are publishing?

You want that opportunity to be the BEST opportunity they could have, because you care about that listener. But it’s not as easy as hitting “record” and publishing content.

A commuter train or subway is a noisy environment. If the audio you produce is not optimized properly (the role of audio engineering), they’re not going to be able to benefit from your content, no matter how good it is.

THAT is why audio engineering - and programs like the one Chris offers - is so vital. Your listener’s education and opportunity to change their own lives for the better may depend on the quality of your audio. Have you ever thought of it that way?

You should.

Listen to hear Chris explain how he views his role as an audio engineer and why he’s such a passionate guy about what he does.

I like Chris. A lot. You will too. :)

Connect with Today’s guest, Chris Curran

• Get in on Chris’ next Podcast Engineering School
• Fractal Recording - Chris’ mothership business
• Chris’ podcast: The Podcast Engineering Show

Resources and Other Goodies Mentioned On This Episode

• Podcast Movement
• Podcast Colorado Meetup - if you live in CO, ask to join (but be sure to answer the Qs)
• Cliff Ravenscraft (AKA: the Podcast Answer Man)
• Zencastr - online recording
• Cleanfeed - online recording
• Ringr - online and smartphone recording app
• Squadcaster
• Zoom - video conferencing service
• Skype
• Piezo - simple audio recording app for IOS
• Unchained Podcast - one of Chris’ clients
• The Mystic Show - one of Chris’ older podcasts
• Pat Flynn
• Stephen Hart’s at PM2018 (one of my amazing clients)

Leave your question for me to answer!
Connect with me…

Carey(AT)PodcastFastTrack.com

On Facebook

On Twitter

 

Subscribe to Podcastification here!

https://podcastfasttrack.com/

Contact Carey

Podcast sponsorships are a hot topic - because almost everyone and their dog wants to make money from their podcast. It makes sense, if you’re going to invest so much time in something it would be great if there was some kind of financial reward, right?

But sponsorships are not all they are cracked up to be - especially if you don’t know what you’re getting into.

ON THIS EPISODE I explain some of the things that nobody seems to be talking about when it comes to working with sponsorships - and of course I'm not going to give you an exhaustive list. There are all kinds of things you might run into when working with sponsors or in attempting to secure podcast sponsorships, but the things that I'm going to point out are things I have noticed in working alongside the many clients that we do here at Podcast Fast Track.

These are things you should keep in mind when you consider doing podcasts sponsorships. Ready to find out what nobody’s telling you? Be sure to listen.

Main Points : Podcast Sponsorships

• [1:10] Why you need to know the things nobody is talking about regarding sponsors
• [2:20] Dealing with sponsorships is a lot of work relationally. Yep, really.
• [5:30] Essential feedback you need to provide to sponsors - and how to encourage them
• [8:29] Are you ready for the administrative burden of a podcast sponsorship?
• [12:31] Podcast sponsorships pull out. It happens. What are you going to do then?
• [15:49] What might cause a sponsor to drop your show?
• [17:04] Sponsor ignorance when it comes to podcasting and how it impacts you

Podcast sponsorships are relationships, not business transactions.

If you want any sponsorship to be successful you're going to have to engage in your relationship with that sponsor on a fairly deep level.

Work hard to keep up that relationship with your sponsor just like you would work to keep up a relationship with a person in your life who you really, really care about - maybe your spouse or significant other. You need to understand that the person or people on the other end of the sponsor relationship need to feel that they are more than just a paycheck to you, that they are more than just a number or source of revenue.

The more you can make them feel that you really care about making them successful, the more they are going to be enthused and excited about the relationship with you and be willing to spend not only their initial amount of money for sponsorship of your podcast but also continue doing so on an ongoing basis and maybe even growing that in some way that the two of you come up with in the future.

It’s a relationship that will require ongoing maintenance - and not the kind of maintenance that is just communicating facts, you need to get to the heart of that person.

You need to find out exactly what they are shooting for in the sponsorship relationship. That way, you can do your utmost to provide what they’re hoping for. Of course, they are looking for a certain rate of return on their financial investment but I believe most sponsors are looking for more than that.

If they are smart, if they're understanding the way that content marketing works in this day and age, they are looking to establish themselves as a household name to the very people that your podcast is broadcasting to.

You see, good sponsors are going to be choosing shows that are targeting the market they want to reach. It’s not just gonna be a generic thing where they throw their sponsorship money at any old show. They're going to be looking for specific shows in the niche that they serve so that they can establish a name for themselves in those particular circles.

YOU want to help them become that household name. YOU want to help them become a respected partner, in the podcast-o-sphere of your niche.

In order to do that, you have to do the hard work of keeping up the relationship with them. They are going to appreciate you working at the relationship because the relationship really matters.

 

Practical ways you can be a partner with your podcast sponsors

As you learn to approach your podcast sponsorships with a relational frame of reference, you’re going to realize that when it comes to them continuing to experience success as a sponsor of your particular podcast - YOU are their best partner in making that success possible.

YOU have the opportunity to give them tons of resources that will help them not only feel good about your role as a partner, but also enable them to see that YOU are doing the work to make THEM successful.

What’s in it for THEM (your podcast sponsor)?

Never stop asking that question. And never stop answering it and providing those answers to them without being asked.

 

A practical way to do that is through providing them data.

You want to let them know how many downloads or listens their sponsored episodes are getting. I suggest you do this weekly after every episode AND maybe two weeks later, then 4 weeks later. Then 6 weeks later.

You want them to see the potential audience their cash is reaching so they can be encouraged that they’ve made a wise choice in sponsoring your podcast.

You can also provide your sponsors data that comes to you in the form of listener comments. Tell them what listeners you connect with are saying about their advertisements and messaging. ASK your listeners what they think via your email list or community pages. They’ll tell you.

Provide the positive feedback to your sponsor. Provide the constructive criticism. In doing so you’re giving them the data they need to improve their sponsorship campaign on your podcast and therefore make tweaks to increase its effectiveness.

 

You should also be educating your sponsors about marketing and podcasting

As things progress, remind your sponsor that this kind of marketing takes time. In fact, it’s taking more and more time to reach effectiveness as the technology consumers are using improves.

For example - this article over at the Online Marketing Institute outlines why it takes 7 to 13 touches or more to generate a qualified sales lead these days. That’s just the way marketing, advertising, and things like sponsorships work practically.

What could happen if your sponsor doesn’t know that? They may have wrong expectations about the time frames surrounding response to their sponsorship on your show and become discontent too early in the process.

It’s your job to educate them. You want to set their expectations as best you can by providing resources like that study. By encouraging them to be optimistic, but also to be improving their messaging and marketing through your show all along the way.

Give them information they may not know…

For example, you may want to ask how they are tracking their ROI. Are they using links of any kind for their advertisements on your show? If so, are they using trackable links? You could educate them about trackable links if they don’t know what they are.

Or better yet, you could offer to setup a Pretty Link on your site and provide the data to them regularly. That way you’re not only proving how helpful you want to be, but that you really ARE a partner to them in this sponsorship venture.

The more you can make them see that you’re committed to their success, the more likely they are to be committed to you and your podcast. Can you think of anything better than an ongoing sponsor who sticks with your show for years?

Podcast sponsors sometimes choose to quit as a sponsor of your show. What then?

This particular point is fresh off my front burner, it’s something I've been dealing with alongside a client. Here’s the scenario…

My client pays for our audio editing and production AND our show notes and some additional artwork out of the funds the client was receiving from their sponsor okay. So for him to be able to afford that much outsourcing, you can see that it was a pretty generous sponsorship and his show is pretty successful.

But here's the deal.

Not just one sponsor but two sponsors pulled their sponsorship just about at the same time. So everything this podcaster was spending to produce his show was suddenly a no-go for him because the revenue that was sourcing the outsourcing was suddenly dried up.

It’s kinda like when you get a raise at work, your home budget tends to grow to fit that new level of income rather than using that money for savings, using that money for investments, or whatever to make it work for you. We tend to start using it for things that we think we absolutely need but we may not - and I'll be the first to tell you that not every podcaster needs to be investing in the services that my company provides. Not every podcaster can afford to.

Why do I say that?

Because they need to have a track record of success first, or else they need to have an established business first that can actually fuel the content marketing portion of what they're doing (which podcasting is.) Then the podcast becomes a tool they use to establish authority and generate revenue in other ways.

Sure, sponsorships are great when you have them. But once they vanish... man that can be so painful! So, this client I just told you about is trying to figure out exactly what he's going to do. For now he's going ahead and paying for our services out of his own pocket, which I hope is able to continue doing. But it’s highly likely that he may not be able to.

So you need to be careful when you get into a sponsorship relationship primarily in terms of what you decide to do with that income.

My suggestions about how to use sponsorship money…

My suggestion is you invest that money in things that you're not going to be in danger of losing should that sponsor pull out.

So, maybe upgrading equipment is a great thing to do with money from a podcast sponsorship.

Maybe paying for minor expenses like your monthly hosting… I mean pay it all off for a year or something like that. Use your sponsorship money for things that really are going to move your podcast forward in the long term.

Now, as a podcast grows and as it becomes very, very popular, getting tens of thousands of downloads per episode, this issue is really not as big a deal because you could have sponsors all the time coming wanting to sponsor your show. It will be a different scenario then.

But if you're a small time podcaster and you get that first sponsor, be very careful. Don't become dependent on that sponsor in order for your podcast to continue. Because the minute a sponsor drops. You are going to be in a heap of trouble.

THUMBS UP PICTURE

Podcast sponsorships are a great thing - when they are a great thing

Now let me explain to you a little bit of why a sponsor might withdraw from sponsoring your podcast all the sudden.

One thing is that they may not feel like they have a very good relationship with you. It's the outcome of that previous point I was talking about… you see you may not have done the work needed to foster a good relationship with your sponsor.

Most sponsors who quit sponsoring your show will never say, “We don't feel like we have a good relationship with you.”

What they will say is things like, “We have found a better use for our marketing dollars.” OR “Podcasting simply hasn’t been able to give us the ROI we thought it would.“

What they're really saying is, “We don't feel like there's anything special enough about what we have with you to keep us from easily jumping to another option simply because it seems more financially feasible.”

I’m beating that same drum again about relationships. They are HUGE. Sponsors will pull out if they feel like there's not a connection, that there's not a partnership. So be aware of that.

But you also need to be aware of this: Many sponsors, especially when it comes to podcasting, don't know enough about the podcasting space. Many of them don’t know what it looks like to track podcast statistics. Many of them haven't set up systems to help them track the stats, they don’t know to ask you for the stats, they don’t know how to track whether people coming to them as new clients or customers are actually coming as a result of their sponsorship of your show or not.

Now, good marketers should be tracking everything - but because podcasting is so new, it doesn't always happen.

So YOU need to help them know those things, to help them be successful. Again, I’ve already said this but it’s worth repeating.

And then there ARE the legitimate cases where it was a mismatch from the start. They may determine that it's simply not what they were hoping for from a podcast sponsorship, especially in smaller niches. It’s still a pretty unknown thing - it's a unicorn that nobody really knows how it’s going to work or whether or not it will be profitable for such a niche audience, so they're trying it out.

It’s YOUR job - going back to a previous point - to establish a relationship with them that is cooperative, were you are helping them determined the ROI of their investment in your podcast. You are actually helping them see that this is a long term game.

So you see, podcast sponsorships are a great thing.

When they're a great thing.

When they're not a great thing.

Not so much.

RESOURCES MENTIONED IN THIS EPISODE

• Send somebody the “How To Podcast Step By Step” Course

Leave your question for me to answer!
Connect with me…

Carey(AT)PodcastFastTrack.com

On Facebook

On Twitter

Subscribe to Podcastification here!

https://podcastfasttrack.com/

Contact Carey

I’ve learned the hard way that the typical gimme, gimme, gimme approach to promotion never works - you’ve got to learn how to put your audience first.

It’s not an easy concept to grasp even though it DOES sound fairly simple. So in this episode I’m walking through a handful of ways I think every podcaster needs to evaluate their podcasting efforts for the sake of putting their audience first.

Main Points : Put Your Audience First

• [1:26] What makes a podcast really, really successful? Keep in mind who you serve
• [2:30] Podcasters need to know their USP (Unique Selling Proposition)
• [9:57] In order to put your audience first, your show needs to be relevant and practical
• [13:50] Why I encourage you to reconsider the helpfulness of interviews
• [18:24] Is your podcast and are your individual episodes easy to use?
• [25:24] Ways to monetize your podcast by putting your audience first

You can put your audience first by firmlyestablishing your USP (Unique Selling Proposition)

It is very likely that you have heard the talk and internet marketing in entrepreneurial circles about having a clear USP. The acronym stands for Unique selling proposition and it simply refers to the unique things you offer to your audience that your competition doesn't.

When it comes to your podcast, you can determine your USP fairly easily by asking yourself this question: “Why would a listener choose MY podcast over others in my niche?” if you can answer that question in a compelling way, you probably have a pretty good you USP.

Some of the reasons it is vital for podcasters especially to do the hard work of clarifying their unique selling proposition is because even though they don't think they are selling anything, they really are.

They're selling themselves and the value of the content they produce. No audience will simply flock to a show because it looks cool or sounds cool or has a cool piece of cover art. They may listen initially but they will only keep listening if what is being offered to them through the audio is of value to them.

When you take the time, and it does take a lot of time, to establish your own USP with Clarity and specificity, you will discover a handful of great benefits that will serve you for a very long time.

1. You’ll be able to craft content that amplifies your USP
2. Makes a promise to your audience that you can then deliver on
3. Will help you clarify if opportunities and products are a good fit
4. Prevents you from becoming a people pleaser with your content

On this episode of the podcast I cover all four of these, explaining why they are important and how they will benefit you in the long run.

Don't waste your efforts and time by continuing to podcast without a clear idea of what you are offering your listeners that other podcasters in your niche or not. Listen to the episode to find out how truly beneficial this exercise can be.

You put your audience first when your content is relevant and practical

How many times have you listened to a podcast and come away with absolutely no idea what to do with the information you heard?

If I had a nickel for every time…

I tried to encourage my clients to make sure they are providing clear, application-based content that can truly help their listeners take action for themselves. I have seen it proven true time and time again that the more your podcast is oriented around application, the more you’re going to stand out to the exact audience you want to listen to your show.

Providing relevant and practical content is also going to enable you to build a loyal following - that's because you are putting your audience first by doing so.

Focus on being helpful.

Find out how to be the asset they are looking for.

And don’t forget to include a call to action in every episode. What is a call to action?

It’s an opportunity you have to serve your audience like a coach - to give them a well-aimed and loving kick in the butt - to challenge your listeners to take the next step relating to your topic for that episode.

It might be helpful to think of a call to action as tough love.

You care enough to hold them accountable, to push them forward, to help them get past the obstacles that are holding them back from the success they come to your podcast to discover.

Be that help to them. Don't shy away from asking, no, insisting that your audience DO something with the content you’ve covered.

Have you noticed that interview-based shows are becoming the same old same old?

One of the things I mentioned on this episode that has become kind of a hobby horse for me has to do with the number of interview-based podcasts that are in existence.

For many people, starting a podcast with interviews is an easy way to get started. I get that, you don't have to come up with original content, you just have to be able to ask the same questions.

But think about this: how many interview-based podcasts is enough? I'm personally kind of tired of interview based podcasts and the only reason I will listen to one anymore is if it was with a person I particularly love to learn from, or if the content being covered as a topic and currently trying to learn.

Otherwise, I just skip the interviews altogether.

But, there are some interview base podcast that I listen to every single time. Why? Because of the way that the interviewer formats the show. It's not the same old same old set of questions that everybody asks. The interviewer has taken the time to become skilled at asking engaging questions and they follow up on answers with additional questions to dig deeper.

At the very least, rethink your approach to interviews. You can put your audience first by giving them more than the same old same old that everyone else is giving them.

To put your audience first, think in terms of ease of use for them

There is another aspect of putting your audience first that has to do with how easy it is for them to consume your content and access your resources. This is less about the actual Act of podcasting and more about the delivery and additional things of value that you offer.

In this episode I cover a couple of examples just to get your gears going, I want you to think through your approach to delivering your content to discover areas where you can make it easier for your listeners to do whatever it is you want them to do.

Some of the specific areas where I make suggestions are...

• Mono VS stereo
• Shortlink usage
• Notes in the podcast players
• Contact info near the top
• Website contact info that connects me to you quickly and easily

Monetization is not the end goal: Happy listeners are (remember, audience first)

When it comes to monetizing a podcast I believe that there are many people who have sold their soul to the devil.

Yes, that is a little extreme, but at the very least I would say they have betrayed Their audience.

Here's what I mean: you are audience expects you to talk about certain topics and cover things relevant to those topics. Of what benefit is it to them if you enter into a sponsorship agreement that pushes a product on them that has nothing to do with your topics?

You’ve broken trust with your audience. You’ve become just another money maker and not a trusted ally in their quest to build a better life.

Why would you do that? You want to cultivate trust, not break it.

Doing monetization the wrong way, especially when it include sponsor messages, is one of the fastest ways to destroy your credibility with your audience.

Podcast monetization should ESPECIALLY be approached from an audience first perspective. 

You serve as a shield between your audience and all of those money-grubbing sponsors who try to compel them to buy something they don't really need.

In fact, you can effectively use your role as a shield to your advantage, causing your audience to trust you even more. On this episode, I cover the approach I would take to that kind of sponsorship perspective and provide some suggestions for how you can do it too.

Finally, I think the best way to monetize your podcast, listen to ask more questions, then create what it is they are asking for.

You will have a captive audience who is dying to buy what you created. And you will continue to offer it to every new listener who comes to know about your podcast for years and years to come.

And think about the advantages: you don't need to depend on someone else to create a product that you feel good about, you've already done it. You don't need to get into confusing legal agreements with anybody outside your own podcastosphere, you set the terms for yourself.

There's so much benefit to this kind of monetization that I can't even begin to explain it all, but I do a fairly good job on this episode, so I hope you take the time to listen.

rESOURCES MENTIONED IN THIS EPISODE

• Scott Voelker - my client who says “take action” all the time
• ClickFunnels
• LeadPages
• ConvertKit
• PrettyLinks
• Blubrry

Leave your question for me to answer!Connect with me…

Carey(AT)PodcastFastTrack.com

On Facebook

On Twitter

Subscribe to Podcastification here!

https://podcastfasttrack.com/

There’s a lot of hoopla about iTunes podcast rankings: “We are the number 10 business podcast in iTunes!” It sounds impressive.

And for those of us who have never shown up on the iTunes “Top 10” chart in our category (me included), it can make us feel a bit insecure. Are we really accomplishing much with our podcast after all?

This episode is an expose of what I’ve discovered about the iTunes podcast rankings: They say NEXT TO NOTHING about the impact your show is having, the number of true listeners you have, OR about what you should be focusing on as a podcaster.

In fact, I think the iTunes podcast rankings everyone points to as a measure of success is the WRONG thing to be focused on entirely. It’s a ladder leaning against the wrong wall. Listen to find out why I believe that.

Main Points : Why iTunes Podcast Rankings are NOT All That

• [1:17] The iTunes/Apple Podcasts confusion and what it has to do with rankings
• [3:02] What IS the metric the iTunes rankings for podcasts are tracking?
• [4:42] Does the ranking say anything about the popularity or benefit of the podcast?
• [6:49] The only benefit of the iTunes podcast rankings is discovery - and not much of that
• [8:27] A better use of our time and energy: make your podcast exactly what your listeners need and want
• [11:08] We podcasters have to learn where our target market is. It’s called market research & content marketing
• [12:24] The 1000 true fans theory and why it’s pertinent to this issue

iTunes Podcast Rankings: A rolling average of subscriptions over the past 24 to 48 hours

When somebody claims that their podcast is the top podcast in their category they are likely omitting a very pertinent fact out of ignorance. What is that? They are not telling you exactly what they're podcast is top at doing?

Is it the most listened to? Is it the most popular? Is it the most hated? You don't really know, do you?

The claim itself is ambiguous and if we are going to make the most of the metrics that iTunes provides to us we need to know exactly what does metrics mean.

When you go into the iTunes app on your desktop and navigate to the category that your podcast is in, you will see a list of podcast in the right-hand column that are known as the top podcasts in that category.

Here is the truth: those podcasts are not the most downloaded. They are not the most popular, necessarily. They are the podcast with the most subscriptions within the past 24 to 48 hours.

Now that sounds pretty significant, after all we want subscriptions, don't we?

Yes, we do, but subscriptions alone don't tell us much because anyone can subscribe to a podcast and never even listen to it. That means the podcaster Is having no influence on the person who subscribed other than getting on their radar.

The only benefit I see two shooting for one of those top category lists is the value of exposure. When people searching the category notice the list and see your great podcast in the list, they may, they might, it's possible they will check out your podcast. But I don't think it's likely.

From what I have experienced most people do not use the iTunes application that way. The faster and easier method of finding a podcast is to insert keywords into the search field and hit the search button. The podcast that are listed in the top 10 list in that right hand column may or may not show up in the search results.

Do you see that being in those lists isn't as advantageous as people assume?

So what should we be doing? I'm glad you asked.

Vanity metrics are only to prop up a podcasters ego, not to help his/her fans

I think more important than trying to get into the top 10 lists in any category within the iTunes rankings is to stop thinking about us and the success of our podcast.

I mean, give it some thought. Being in that top 10 list makes you feel good, but it doesn't really benefit anyone else, does it?

You can legitimately say that your podcast is in the top 10 within your category as shown within the iTunes app, but you'd be misleading your listeners into thinking that means something that it doesn't.

Don't you think your listeners deserve something more than that? I do, so let me tell you exactly what I think is a better strategy.

A better focus than the iTunes podcast rankings: Your ideal listeners

I believe that every podcast in existence should have the goal of benefiting its listeners. That could be through instruction or it could be through entertainment. But whatever means is used, the listeners have to be the final consideration in everything that we publish.

Not iTunes podcast rankings.

Not exposure and expert status in our niche.

Our listeners. Our listeners are what matter most.

Every podcaster needs to figure out why his or her listeners could potentially be considering their podcast.

What are they looking for? What help do they need? Is there a pain or fear that they are trying to address for seeking out the topics you speak about?

When you know the answers to questions like those you will be able to craft your content to specifically answer those questions, and sometimes it will be very financially profitable to do so. As Zig Ziglar once said, “The way to get what you want is to help enough people get what they want.”

That statement has been misconstrued quite a lot over the years but what good old Zig was trying to say is that the only legitimate to make money is to serve the needs of other people. That is how you produce something of value that others are willing to part with their hard-earned cash in order to receive.

So if you have dreams of monetizing your podcast, I would encourage you to stop thinking about iTunes podcast rankings, and to stop thinking about podcast sponsors altogether for that matter.

You need to be thinking about providing maximum to the people who listen to your podcast. That is how you become a vital resource to them that they view as a high-value exchange for their time.

Once you're able to do that, all kinds of financial opportunities will open up to you.

3 steps to engaging with your ideal podcast listeners

Once you get your focus off of the iTunes podcast rankings in on to the needs of your listeners, you will need to do some very hard work. It's work that every business owner, every marketer, every sales person in the history of the world has had to do in order to be successful.

We podcasters need to take a page from their book. Here are three steps to engaging with your ideal podcast listeners in an effective and lucrative way.

#1 - Learn to do market research

Market research is a fancy term for learning about the things your target audience is really looking for. It really is that simple.

For example, as I've been running a podcast production and show notes creation service I have had to figure out exactly what podcasters are looking for in a service like that. Do they want quality audio production? Undoubtedly. Do they want SEO Rich Show notes? Absolutely.

But those are not the most important things they want. It took me awhile to discover this but the thing most podcasters want from a service like ours is Time Savings. They are tired of spending so much time doing the production on their podcast. When the pain gets to be great enough, they're willing to part with some of their cash for the value of having their time back.

That's an example of discovering the real things that your target market desires from you.

What is it for your podcast listeners? What are the most painful issues they're dealing with and how can you best meet them?

You need to do the listening, the question asking, and the observing that answers those questions for you. Then you will be equipped to move on to the next step.

#2 - Learn how to get involved in your market

Very few new businesses these days are able to purchase advertising or simply make their product available and have masses of people come to purchase it. The same is going to be true with a new podcast.

People won't listen or take your advice about the things you share until they build up some level of trust for you. That trust is gained as you get involved with your target listeners.

That means you have to find out where they hang out and go there. It could be online groups, it could be old-fashioned bulletin boards. It can also be in physical locations in your city or town. And don't forget about conferences that have to do with the topics You cover.

All of those are great places to meet the actual people who would be interested in your podcast. As you get to know them, as you become their friend, as they learn to know, like, and trust you, you will get your foot into the door of opportunity that comes from being a resource to them.

That kind of involvement with your Niche audience is required in order to expect any kind of trust-based relationship with them that leads to success for your podcast.

#3 - Learn how to do good content marketing

It is entirely possible that you have never thought of your podcast as a Content marketing tool, but it is. You are publishing content for the people you are trying to help.

That in itself is a form of marketing. It is demonstrating to your listeners what you are capable of providing them in terms of help, resources, insights, experiences, and all the other things they may or may not have in dealing with the problems you address.

You probably do that very well for your podcast. But you need to expand a little bit further than just hitting publish on your regular episodes.

You got to take the great content you're creating and make it available widely, everywhere that your particular audience hangs out. Remember the previous step? Those are the places.

But don't go into those communities or locations with a megaphone blab blab blabbing about your podcast. Be a little more strategic than that. Compile a mental list of the topics your podcast episodes cover and be ready to offer those as a resource as people bring up those conversations. And make it easy for them to find those resources. Create short links to them, memorize those links so you can spell them off immediately as needed. Don't let yourself be the barrier to providing resources to the people you were trying to help.

You can also do fairly effect of content marketing by enlisting Advocates. These could be people have already listened to your show, or people you know who are interested in the same topics.

Ask those people who are already interested in what you were doing to help you spread the word anytime they come across the topics you cover in natural conversations. if you are providing the kind of value you should be, they will be eager to pass along your resources chances are, they simply haven't thought to do so.

Over to you!

What changes will you make sure your podcasting strategy now that you understand that the iTunes podcast rankings really aren't all they appear to be at first glance?

I would love to hear. Contact me and let me know.

RESOURCES MENTIONED IN THIS EPISODE

• Get your titles optimized by learning from this case study: episode 90
• Kevin Kelley’s post on 1000 true fans (worth the read)

 

Leave your question for me to answer!
Connect with me…

Carey(AT)PodcastFastTrack.com

On Facebook

On Twitter

 

Subscribe to Podcastification here!

https://podcastfasttrack.com/

Wanna hear my predictions about where the podcasting industry is headed? You can - on this episode of Podcastification.

You know every year Edison Research comes out with what's called The Infinite Dial - isn't that a cool name? The infinite dial looks at survey data that they have gathered from thousands of people. The good folks at Edison are trying to gauge how people are using online media - social media, online radio stations, and podcasting is included.

They are trying to understand people's usage habits, interests, adoption of technology and so on. You can also see from the Edison results how various aspects of the media industry are growing.

As I read these stats from year to year I see some trends that some people notice and some people don't. I feel like I have some thoughts about this I'd like to share with you because I can see happening in the podcasting industry in particular that I think are action points for podcasters like you and me. They're things that show us a little peek through the keyhole of what's coming - so that we can prepare ourselves in get our podcasts positioned in a way that we will be better off in the future.

So let's dig in!

 

Main Points : Be Your Own PR Manager

• [1:12] How the Edison Research Infinite Dial Report spawned this episode
• [3:20] Why I believe more and more people will begin listening to podcasts
• [6:40] Pandora’s “Podcast Genome Project”
• [8:10] Getting into the smart speaker ecosystem is going to be huge
• [9:10] Share of ear is going to become more and more competitive
• [11:00] Why businesses are going to find exposure more and more difficult
• [11:52] The silver lining for niche and hobby podcasters
• [14:10] Technological changes and improvements that will happen in podcasting tech
• [17:01] Why more and more advertisers are going to get on the podcasting train
• [20:24] Will governments ever step in to regulate podcasting (or try)?
• [23:31] Why every one of us needs to increase our production values
• [25:58] Make improvements in the areas you can already - don’t wait for the future
• [27:21] You need to be leveraging your audience to help you reach others
• [28:32] Do the hard work of refining your USP (Unique Selling Proposition)
• [30:37] Learn how to niche-down - the more specific the better
• [31:56] A quick caveat about download numbers and what really matters
• [34:05] Keep abreast of the changes and the opportunities as the clock ticks on

You’ve got to know ABOUT something before you can know it’s helpful

The 2018 Infinite Dial survey shows that sixty four percent of people who were surveyed are now familiar with the idea or the term of podcasting. That's up from previous years - and it’s good news for us podcasters. Right? We can all see that you can't really participate in something if you don't know that it exists. So sixty four percent means a majority of the American public now knows what a podcast is.

So the more familiar with podcasting the public becomes, the more listeners will be available in the long run.

My prediction is that those numbers are going to continue to grow. I would not at all be surprised if the day comes maybe five years from now ten years from now when ninety to ninety five percent of the population are not only aware of what podcasting is but who actively listen to podcasts on a regular basis.

Think about it - more and more exposure is happening around the idea and practice of podcasting. There are movies now that are mentioning podcasting. Their TV shows that characters who are podcasters There are advertisements on TV for certain podcasts.

The more that kind of stuff happens, the better it is for all of us because people will become more and more aware of the fact that this thing called a podcast exists, so they might slip into Apple Podcasts or some other podcast directory and do some searching for topics that they’re interested in... and lo and behold they may find YOUR podcast if you've got optimized well.

It is only a good thing for us. It's a good thing all the way around.

Is becoming a cyborg part of your podcasting future?

The Infinite Dial stats indicate that smart phone usage and usage of similar portable devices are going up. That makes sense. I’m convinced that whatever technology may arise in the future - whether it's integrated technology in a cyborg kind of way, way you know where it's integrated into your body - it’s going to make it easier and easier for people to consume content. We podcasters have to be thinking ahead to those possibilities and do what we can to prepare.

Right now eighty three percent of people use a smartphone on a regular basis and sixty nine percent of people who listen to podcasts do so on a mobile device primarily, so that's huge.

None of that mentions the growing use of platforms like Pandora, Spotify, and others that stream content to any mobile, connected device. Let’s take Pandora for example: It has an algorithm that compiles playlists based on the type of song and artist that you enter. You don’t get to control it, the app does it for you. Imagine if that were applied to podcasts - which Pandora’s founder says is on the horizon. There is an INCREDIBLE opportunity for discover there… so we’ve got to be watching for the opportunity to get our our podcasts listed in those newer approaches and platforms.

Podcasters are smart to get their podcast into smart speakers

I believe that as smart speakers continue to grow in popularity - you know what I'm talking about, Amazon Alexa and Google Home, those are just some examples of the smart speakers - podcasting is going to be even more easily consumable. Smart speaker ownership has gone up to eighteen percent, and here's an interesting piece of data, that growth is happening at a faster rate than smartphones growth did.

So think that through. It won’t be long before smart speakers are just as common as Android or iPhones.

That means the smart speaker ecosystem is a very logical target for us podcasters to be aiming for. I know Libsyn (my podcast media host) is working on a way that their customers can get what's called an “Alexa Skill” created for them. It means if you are a Libsyn customer you can apply to get certain keywords affiliated with your podcast so people can, for example, say, “Alexa play ‘whatever your keyword is’ and it would begin playing your podcast.

So keep your ears and your eyes open for those opportunities.

And to be clear, there are ways you can go into the Amazon ecosystem right now and create your own Alexis Skill. I know people are doing it and other podcasters have done it, but I think services like Libsyn are trying to come up with easier ways to make that happen - because if you have a coating background or some kind of coding skill that whole Amazon thing is going to be much easier for you if you're trying to take it on your own - but services like Libsyn or Blubrry make that easier for all of us.

So, check with your media host to see if there are ways that you can get into that smart speaker ecosystem because it's only going to make it easier for your listeners to listen to your podcast.

Will you be able to keep your podcast visible to people looking for your topics?

Edison’s research indicates what it refers to as “the share of ear.”. It has to do with what people are listening to in the limited amount of time they have TO listen. The stats make it clear, as more and more devices, platforms, podcasts, videos, social media publication tools, etc. become available, it's going to become more competitive for everyone.

To get the attention of the people who are out there listening is tough - just think about something like Netflix as an example of what’s happening right now in the podcasting space. You can scroll through the directory of movies that are available and sure, your new “movie” might be in the list, but there are so many to choose from! Even movies you can’t see on the initial pages of the app.

What’s going to keep your podcast from being one of those “not seen” entries in the podcast directories and platforms that are available? What can you do to position your podcast in more visible ways as we look to the future and the possible future tech that will come into the podcasting industry?

MY PREDICTION: It’s going to be especially hard for businesses and business related podcasts to stay competitive. Businesses are trying to make money off this thing called podcasting. They're trying to create revenue and because of that, are going to find it more and more difficult.

Why? Because the businesses that do make money are going to invest that money back into the things that are making that money - possibly their podcast. That’s going to make their podcast rise to the top simply because they have more resources to throw at the “discovery problem” and they’ll become more easily found by people who are looking for a podcast to listen to.

So just like in the commercial space, just like in TV, just like a radio, the people with the money are the ones who are going to be able to invest in the things it takes to make a podcast stand out. It's gonna become more and more competitive as the space becomes more and more crowded.

However, I do believe there is a silver lining behind this gloomy cloud.

MY PREDICTION: I've not heard many people say this but I think that niche and hobby podcasters are NOT actually going to experience the same degree of competitiveness, because a niche or hobby focus is still going to have the advantage of appealing to a very specific set of listeners.

Think it through - people who are looking for the exact topics that you are podcasting about are not typically interested in the broader range topics that the majority of culture is. They have a passion, they have this deep seeded interest in what you have to speak about.

So if you're doing a good job with your show and they enjoy the way that you present the material, you can count on your niche podcast continuing to build an audience - and I believe at a much easier and better rate than those who are podcasting about broader business type topics.

If you’re an advertiser and are not utilizing podcasts, you’re about as smart as a poached egg

There are so many advantages to advertising on podcasts that it's hard to know where to begin in explaining all of them.

Let's start with the niche audiences that listen to podcasts. Those are very specific, self defined users of very specific products and services. They have unique interests and they have clearly identified themselves as a very niche target market.

Marketers spend a ton of time trying to narrow down a field of prospects in that way. Podcasting does it almost automatically. Why would any advertiser in their right mind not advertised on podcasts that have to do with their industry?

Let's look at another issue: compared to the cost of advertising on television or radio, podcasting is a bargain all day long. You won't find opportunities in any other form of media, not even the newspaper, that is as affordable as advertising on a podcast.

Granted, you may need to take some time to find the right podcast with the Right audience, and you may need to spend a little more effort building a relationship with podcaster who's stats you trust and whose approach to your industry is one you want to be affiliated with, but those are small things compared to the advantages.

I believe that in the future, more and more podcasters are going to be approached by advertisers who see that putting their products and services in front of the public through podcast is a Savvy business strategy. That is good news for advertisers and it is good news for podcasters.

Mark my words, you will see it happening more and more as time rolls on and is podcasting thing becomes more mainstream.

I wish I could have a nickel for everytime it happens in the future as a reward for my prediction. Oh well, at least businesses and podcasters are going to thrive as a result. They can keep their nickels.

Actionable advice you can take based on my look into the future of podcasting

There’s just too much information in this episode for me to cover everything in this blog post.

So I suggest you put this episode in your playlist so you can listen on your next commute or during your next workout.

This episode is filled with sound advice for anyone who wants to think ahead about the growth of their podcast and establish patterns, routines, and systems that will help them be ready for what’s coming in the future.

 

• Edison Media’s Infinite Dial Survey Results for 2018

See the Infinite Dial Presentation Here

• The Serial Podcast
• Amazon Alexa & Echo
• Google Home
• Libsyn Media Hosting - get up to 1 ½ months free by using the code PFT (affiliate)
• Create your own Alexa Skills
• Pandora’s Podcast Genome Project
• Facebook Ads
• The Federal Communications Commission
• Net Neutrality
• Gimlet media
• Episode 90 about show names and episode titles
• Libsyn’s podcast: The Feed

Leave your question for me to answer!
Connect with me…

Carey(AT)PodcastFastTrack.com

On Facebook

On Twitter

 

Subscribe to Podcastification here!

https://podcastfasttrack.com/

As a podcaster, you no doubt have thought about the benefits of podcasts. You wouldn’t be podcasting if you didn’t know at least SOME of them.

This episode I’m highlighting 10 of the benefits I see in podcasting and the reasons people these days are listening and learning from podcasts so much.

To be really, really, REALLY honest with you here - I have a busy life just like anyone else. And during the pre-publication phase of this episode, I’m on a trip to celebrate my mother’s 90th birthday.

I can’t even imagine 90 years of life on this planet, but there she is, plain as day and healthy as can be (thank God!).

All that to say, I’m making a decision on this episode. I’m not going to do my standard, more comprehensive set of show notes for this episode.

I’m just not - because I think there are more important things going on in my life right now.

So, please listen. Please learn. And enjoy your life! That’s what I’m going to do right now!

Main Points : Be Your Own PR Manager

• [1:16] How I got the idea for this episode of the podcast
• [3:35] #1: Podcast listeners are growing - there are more than ever
• [5:17] #2: There are more podcasts than ever and more opportunities
• [6:41] #3: A greater variety of podcasts exist than ever
• [7:35] #4: The free nature of podcasts increases listenership easily
• [9:37] #5: You can find up to date information through podcasting
• [11:30] #6: The mobile nature of podcast listening opportunities is a great benefit
• [13:15] #7: How does the issue of privacy figure into the benefits of podcast listening?
• [13:58] #8: Speed listening. Is it beneficial?
• [15:29] #9: Advertising is a benefit in podcasting… or can be
• [18:20] #10: Podcasting as a great method for teaching

RESOURCES MENTIONED IN THIS EPISODE

 

• www.NoHatDigital.com - Chris’ site
• Get your podcast onto Spotify independently
• Scott Voelker: The Amazing Seller
• The Tim Ferriss podcast

This infographic proudly brought to you by NoHatDigital.com

Leave your question for me to answer!
Connect with me…

Carey(AT)PodcastFastTrack.com

On Facebook

On Twitter

 

Subscribe to Podcastification here!

https://podcastfasttrack.com/

Jim Kukral is quick to say that his new service, Book2Pod is not a service that creates audio books.

So I’ll say it for him. ;) Because that’s EXACTLY what it is… except for a few differences…

• It doesn’t have all the bells and whistles of traditional audio books
• It’s distributed via an automatic feed - RSS - like a…. PODCAST!

Jim and his behind-the-scenes business partner have a pretty cool system in place that anyone who has a book, whitepaper, story, series of blog posts, etc. - can make it into a podcast.

It’s really interesting - and the possibilities are very intriguing. Take some time to hear what Jim has to say. You can even hear the robots doing their thing!

Main Points : Done For You Audio Books To Podcast

• [1:16] Why you need to know who Jim Kukral
• [3:10] Jim’s new endeavor: Book2Pod
• [4:04] The future possibilities with computer generated voices and podcasts
• [7:25] How are robots being used for reading books?
• [10:51] What’s the benefit of putting your book out chapter by chapter as a podcast?
• [17:05] Are there other options you can do besides books?
• [21:06] Ways to tweak the robot voices to make your audio books better
• [23:16] Actual examples of Book2Pod books - fiction and non-fiction
• [27:19] Pricing for the Book2Pod service: two packages

Why would you want to turn your book into a podcast?

This was one of the very first questions I had for Jim because books are typically made into books in order to sell them as books. Putting them into podcast form and broadcasting them freely via an RSS feed doesn’t seem like a good way to promote book sales.

But it’s actually the exact opposite that happens.

One of the reasons I believe podcasts are so popular is because they are a low-friction introduction to a topic, resource, or expert. A person can listen and learn and get to know you without ever having to let you know they are interested.

No risk of being “sold to.” No email opt-in required. In other words, it’s entirely safe for you, the listener, to check out a content provider by listening to the content they provide (a podcast, in this case).

Authors haven’t made good use of this aspect of podcasting… at least most haven’t. That’s because they are focused on selling books - and podcasts OF their books seem a bit non-intuitive at first.

But there are ways to make the entire text of your book(s) - fiction or non-fiction - available as a audio book(s) and use them as a lead-in to your sales process.

And according to what Jim shares on this episode, it’s working for many authors already. Listen to learn more.

I’ve got a handful of books I’ve considered making into audio books

The problem thus far has been the cost of making it happen. If you check out the plans ACX has for putting any book in to audio book format, it’s pricey… no matter which way you slice and dice it.

But what Jim Kukral has going on here makes the process of putting a book into audio format a whole new ballgame. If I’m satisfied with a robot voice reading the text of my book (a very GOOD robot voice… listen to this episode to hear an example) then there could be a much more affordable option available, now..

And it’s got at least one added perk: the ability to set it up as a podcast

64% of people are now familiar with podcasts, a stat that continues to climb each year. Combine that with the fact that 44% of people are listening to audiobooks and the idea the Book2Pod folks have come up with promises to be an excellent merger of two growing technologies. (stats from Infinite Dial 2018).

So… do you have a book you’d like to get into audio book format? This may be the way you can finally do it..

Here’s how I think I can use an audio book podcast to sell more books

Here’s my brainstorm/theory/thing… I’ll use my 3 book Dragonslayer series as an example.

Book one is complete. Book two is complete. Book three will hopefully be finished by the beginning of May 2018.

As part of the launch strategy for book 3, I could put together book one (at least) in an audio book podcast format using Book2Pod or by doing it myself using the same Amazon Polly technology (lots of work, but possible).

As the call to action in the audio episodes of that podcast I could encourage listeners to get the print copies of book 2 and 3 from Amazon. It really feels to me like people who like the audio would be interested in knowing what happens in the other two installments.

Am I crazy, or could it work?

Naturally, I’d have to follow best-practices for launching a new podcast - including great looking cover art, optimizing the name and author fields of the podcast and its episodes, etc. in order to get organic exposure through Apple Podcasts and other directories. But I think it would work.

And who knows… I may even find it profitable to put all 3 of the books into audio book / podcast format because many people who buy audio books also buy the print copy.

I’ll likely get to this in the next 6 months. I’ll let you know how it goes.

So you don’t have books to make into podcast audio books? There are other opportunities here.

Not every podcaster has a book to turn into a Book2Pod project. That’s OK, Jim and I took a bit of time on this episode to brainstorm other options. Here are a few we came up with…

• Whitepapers
• Blog posts
• “How to” manuals or opt-in resources

And likely others we weren’t able to come up with. And the same principles I’ve already mentioned apply. You are giving your potential clients/customers/fans a low-risk opportunity to get to know you, to hear your expertise through what you’ve created.

And in time, as they become convinced that you know what you’re talking about - they may step through the door even more - by joining your email list - or buying a product - or hiring you to do whatever it is you do.

I think Jim has an amazing idea and I’m eager to hear the kind of success that comes from it. Join Jim and I for this interesting conversation - and shoot me a message to let me know what other possibilities you see for this kind of technology.

Connect with Today’s guest: Jim Kukral of Book2Pod

• www.Book2Pod.com - try it out for free! It’s pretty fun.
• Jim Kukral on Twitter: @JimKukral

RESOURCES MENTIONED IN THIS EPISODE

• The Sell More Books Show
• Author Marketing Podcast
• Amazon’s Polly Technology
• Audible
• ACX - Audiobook Creation Exchange
• The Amazon Polly Plugin

Leave your question for me to answer!
Connect with me…

Carey(AT)PodcastFastTrack.com

On Facebook

On Twitter

Subscribe to Podcastification here!

https://podcastfasttrack.com/

Alexa podcast is a thing. Really, it is. We podcasters need to start thinking about where the industry is headed.

Now that podcasts can be listened to on Smart speakers like Alexa, there are a handful of things that I can think of that we need to consider in order to make our efforts more widely usable, which will include those kinds of devices.

On this episode of Podcastification I have a few things for you to think about when it comes to Alexa podcasts and the distribution of your show through those platforms.

 

Okay so we're talking about smart speakers on this episode. Do you even know what I mean when I talk about smart speakers?

Smart speakers are like Alexa or the Amazon Tap is like a mini version of the Alexa. The Tap is really just a fancy bluetooth speaker. We happen to have one of those that we were actually given through a drawing at a podcasting event that I was at a little while back.

But that's all beside the point. We're talking about Amazon Alexa and Google Home and all of the smart speakers they're starting to come out with. They are all connected to the internet and they are able to play audio for you through voice commands.

My wife uses our Amazon Tap quite often to play Spotify - the speaker has really good sound so it's a great little application of a smart speaker. But you can also speak to it because the Tap functions in many ways like an Alexa because you can connect through an Alexa app, which then connects to the internet, which you are able then to ask questions just like you would Alexa herself. So, we say things like “Alexa, tell me a story,” and it starts telling us a story.

How is this is relevant for us is podcasters?

It’s very relevant. We are on the cutting edge of a digital change of behavior for most people in the Western world and we don’t even realize it. The voice command features of these devices are going to make it easier and more common for people to listen to podcasts. So as the title of the episode says, Alexa podcasting is a thing.

Will Alexa podcasts work for your particular podcast name? Maybe not.

I did some experimentation with my little smart speaker - the Amazon Tap. I tried to get it to play a my particular podcasts - I have quite a few of them. I would say something like this…

“Alexa, play Podcastification.”

And it actually started playing a podcast but it wasn't a my podcast, it was something else.

What I think happens is that because the name of my show is not very clear and distinct and easy to pronounce and understand even for humans, the little smart speaker ain’t so smart.

It can't quite find my podcast because the name is not easy to decipher.

Could the technology improve in the future to the point that saying it by that name it might actually find and play my podcast?

Yeah, maybe. But at this point it's not able to.

So what's the principle we can draw from this?

It may be better to keep this identification issue in mind when it comes to naming our podcasts. It should be something very distinct, very clear, very easy to pronounce, very easily understood so that people using smart speakers can easily say the name of your podcast to their smart speaker and have it understand what they're saying.

Now you can always go back and rename your podcast if you're up for that. Or maybe not.

There's one other thing I think we should think about when it comes to podcasting and Alexa...

When we’re thinking about these smart speakers and listening to our podcasts on them, there is an important issue to consider: loudness levels.

I was noticing the other day when I was working inside Auphonic that podcast levels are recommended to be at what's called negative sixteen LUFS - L. U. F. S. That's nothing more than the measurement used for loudness of a digital audio file.

Podcasts are recommended to be at -16 LUFS. But there’s a different recommendation for Alexa and other smart speakers. The loudness level for them is -14 LUFS. It's two points difference and that's actually in the louder direction.

So these smart devices - or their developers - are wanting us to submit audio for them to use that is louder.

Now why might that be?

Well, given the context these smart speakers like Alexa are in, you may have background noise going on in the room. You may also have the speaker sitting on the other side of the room. So they are wanting the original audio file that's being drawn from to be louder to begin with - so that it's easier to hear on those devices.

That makes total sense to me.

So.

If you're even aware of the loudness level of your podcast you may want to consider adjusting to negative fourteen LUFS. Yes, negative sixteen is still what is recommended for podcasting, but because smart speakers are becoming more and more prevalent throughout our society, negative fourteen may be what we need to go to.

I'm considering it for all of my shows, including my client work because we want to optimize things the very best we can.

What are you doing about loudness levels? Anything?

RESOURCES MENTIONED IN THIS EPISODE

• Amazon Alexa
• Amazon Tap
• Google Home
• Alexa Skills
• Auphonic

Leave your question for me to answer!
Connect with me…

Carey(AT)PodcastFastTrack.com

On Facebook

On Twitter

 

Subscribe to Podcastification here!

https://podcastfasttrack.com/

Whenever we think about audio production software we typically think about programs that allows to record and edit. Those would be things like Adobe Audition, Hindenburg, and Audacity.

But there are other programs out there that enable the new or inexperienced podcaster to get the same quality audio that many who play around with those software programs I mentioned get, without nearly the same amount of headache.

One of the audio production software packages that falls into that category is Auphonic.

 

Main Points : Incredible Audio Production Software

• [1:24] How I came to know about Auphonic in the first place
• [3:50] The benefits of Auphonic and the basic features of the system
• [5:50] What you can expect to see within the audio production software
• [9:30] Chapter marks are possible in Auphonic - here’s how
• [12:32] Multiple output options possible, even at the same time
• [15:57] Transcript creation as part of this audio production software
• [16:42] Send your finished project to many online destinations
• [17:57] 4 different audio algorithms you can choose from - including LUFS
• [20:41] Analyzing outputs to see the difference is possible in Auphonic
• [22:16] Desktop programs available from Auphonic
• [25:18] If you love doing the audio processing stuff… nevermind.

Auphonic is audio production software for the rest of us… it does the thinking so we don’t have to

I do this audio production thing for a living and even I don't enjoy thinking about using limiters, high and low pass filters, compressors, noise Gates, and all that kind of stuff. Yes, it's fun to know what they are and how to use them if I have to, but I'd rather not if I can avoid it.

That is why Auphonic is such a treasure. The team behind this amazing audio production software have developed algorithms that process audio for you so that you don't have to. You can set up the types of audio processing you want the application to do and it simply does it for you.

One of the best things about Auphonic is that there is a free plan that most beginning podcasters would find very useful. In fact, many experienced podcasters may not need to pay for anything and be able to use all the bells and whistles that Auphonic has to offer.

This episode is about that. Auphonic.

If you have the opportunity to optimize your audio with a shorter process and results that are just as good, why wouldn't you do it?

Those of us who have been podcasting for any length of time understand that time is exactly the issue when it comes to producing or episodes. We only have so much of it and we have to use it wisely.

The Auphonic audio production software Is available to help us meet that need. The free plan for Auphonic is probably just about right for most podcasters and could be all you ever need. But if you go beyond that, you can buy one time credits to make up the difference.

The most important thing is that Auphonic does all the optimization of your audio file that you either don't know how to do or spend tons of time doing. Either way, this is a winning situation for you. And this episode I go through the platform step by step to explain to you the benefits if using this incredible software.

As I said in the title of this episode, ignore this audio editing platform at your own risk.

Do you want those cool audio motion graphics to promote your episodes? This audio production software can make them for you

If you spend any time on social media, especially in the podcasting communities that exist you have likely seen the wave motion typing videos that people use to promote their podcast episodes.

Heck, you may have even heard my episode with Baird Hall, co-founder of the Wavve App… they create this sort of thing.

You probably didn't realize it but the audio production software I'm talking about on this episode, Auphonic is capable of producing those files as well. They are called audiograms and you can find out how to use Auphonic to create them for yourself, on this episode.

RESOURCES MENTIONED IN THIS EPISODE 

• www.Auphonic.com
• www.PodcastFastTrack.com/86 - My mobile recording setup using Auphonic
• The Wavve App
• www.PodcastFastTrack.com/80 - the episode with Baird Hall of Wavve

Leave your question for me to answer!Connect with me…

Carey(AT)PodcastFastTrack.com

On Facebook

On Twitter

 

Subscribe to Podcastification here!

https://podcastfasttrack.com/

I figure, if I want to learn podcasting tips that can help my show stand apart in the crowded podcastosphere, I might as well go to the people who have made a living from doing audio well.

And I also got a little help from a new friend - a guy named Cal Newport. Well, Cal's not actually my friend, but he's like a long-distance mentor via his books and interviews.

Cal's book "So Good They Can't Ignore You" inspired me to work at becoming the very best I can be in a chosen field.

The field I've chosen: Podcasting.

So.... reading a book by the folks at NPR about audio reporting and recording was right up the alley of my learning curve.

This episode is about the podcasting tips I learned from the good folks at NPR.Main Points : Podcasting Tips from NPR

• [4:09] The benefits of audio (why we are audio people)
• [7:10] NPRs tips for making good recordings
• [16:28] Best practices for working with a co-host
• [20:50] Tips for doing better interviews

Podcasting tip #1 : Get clear on the benefits of good audio

As I said, the folks at NPR are a wealth of knowledge when it comes to recording and producing great audio. We podcasters can learn a ton from them and the book “Sound Reporting” outlines a lot of those valuable principles.

Here’s a sampling of the points the author shares about the benefits of good audio… keep in mind, he spoke in terms of audio in general. I changed the points to reflect our particular form of audio, podcasting.

• Podcasts are portable (for the listener)

There’s a benefit to audio that you can’t get with video or theater, or any other form of communication. That’s its portability. People can listen on the treadmill, in the car, in the backyard pushing a lawn mower… anywhere.

That makes audio powerful in terms of its ABILITY to be consumed by the end user.

• Podcasts are intimate (spoken to one)

Yes, we want to have more than just one person listening to our podcasts. But when we think in terms of the individual person who may be listening, it opens up a whole new perspective that enables us to be more effective.

When you’re recording, imagine yourself speaking to one person - just one.

How would your manner change? What sort of voice tone and inflection would you use? How nervous would you be? Do you see the point?

This is a tip you can apply to your podcasting that could make your process and actual outcome more effective because it’s more effective.

• Podcasts are nimble (easy to do anywhere)
• Few things affect us like the sound of the human voice

There are lots of sounds that impact us. The sound of a siren. The bell that rings to end classes at school. The screeching of brakes.

But the sound of a human voice is more powerful than any of those. It is filled with meaning, emotion, depth, significance, much more than anything else we hear.

Podcasting enables us to make the most of that reality. We’re able to use the human voice, perhaps the most powerful communication tool in the world, to impact the lives of other people.

• Sound tells a story

We all love a good story. That’s why movies - and now narrative style podcasts - are so popular. Stories are told primarily through sound.

Yes, a skillful drawing or painting can tell a story of sorts, but it’s not as complete, not as impacting as a story told through the spoken word. Even words on a page are not as powerful. Notice how the audio book genre is growing?

These are just a few of the podcasting tips I learned reading the book, “Sound Reporting.” I hope you’ll pick up a copy and read it for yourself.

But if you’re not interested in reading, at least listen to this episode.

Podcasting Tip #2: Learn how to make good recordings

A good recording involves more than hitting the “record” button and speaking into a microphone. There’s lots of nuance and skill needed to do it well. Here are the tips I learned from the book about the HOW part of making good podcast audio...

• Write and speak for the ear (not the eye)

This point has to do with people who use scripts or bullet point outlines as part of how they make recordings. That’s very common in a highly produced radio project like the folks at NPR create.

But the point is well-taken, even for those who use a script.

That’s because when you think in terms of your listeners actually BEING listeners, you start to realize that we don’t hear things as well the same way we read things. It’s weird, but it’s true.

• Simpler is better (be comprehended the first time)

Podcasting is a bit different than radio - which is what the NPR folks are writing about in this book. They only get one chance to get it right for radio because it will be broadcast once and then it’s over with.

So listeners need to be able to hear it and understand it the FIRST TIME. So, in that sense simpler is definitely better. But I think there’s a great podcasting tip for us here…

The same thing is true for us.

Yes, our listeners CAN skip back 30 seconds to hear something that we didn’t quite say clearly enough… unless they are jogging, or driving, or….. Hmmmmmm.

Maybe it’s worth it for us to put a bit more time into our podcasts so that our listeners don’t have to do any back skipping to relisten. It seems to me we’d be serving our audience better by doing so.

• Present information at a pace and in a form that allows people to absorb it

Some of us talk fast. Guilty as charged.

I think my brain gets going faster than my lips can keep up, but it doesn’t stop me from trying!

The tip I hear from this point is that we have to learn to slow down so that what we’re saying can have the time to register in the brains of our listeners and be truly understood.

Understanding is what we’re after, right?

• Write the way you speak - to one person (not hundreds or thousands)
• Don't use words you wouldn't use at other times (lends to authenticity & aids comprehension)

I laugh at how many of us podcasters seem to go into “announcer mode” the moment the record button is depressed. But there’s no need for it… our audience typically wants us to be us. Go figure.

So Jonathan suggests a great tip for us podcasters - don’t use words you wouldn’t normally use. Not only could it sound forced… it can very easily feel inauthentic, because it is.

Stick to what you know. Stick to who you are. Your audience will thank you for it.

• Be aware of cliches and look for alternatives
• Avoid unnecessary jargon - explain what you must (to a smart but distracted 10th grader)

I loved this point - Jonathan says that if we are able to imagine ourselves talking to smart but distracted 10th grader, we’ll be doing well.

Isn’t that great? Our listeners are smart, but they may be distracted - by kids, by traffic, by social media, by a TV blaring in the other room - so we need to speak simply and plainly.

• Know and pronounce names correctly

Podcasting Tip #3: Make your co-hosting situations the best they can be

The points listed below are pretty self-explanatory, so I’m going to leave most of them to speak for themselves. But first, I want to say this…

It’s my opinion that unless you’re someone famous that people are fawning over and dying to hear speak… get to the point.

Don’t sit shooting the breeze with your co-host for the first 5 to 15 minutes before you get to the great content your episode title promised. Get with it.

People are busy. And your listeners are busy people. Give them value right away without all the weekend catch-ups and news flashes of your baby’s latest achievements.

My opinion. Clearly.

• Discuss a mutual goal/point for the episode
• Communicate ahead of time
• Create lists of suggested questions
• Inform about your own POV and possibility of sharing it

I did want to say something here. Jonathan points out that co-hosts can add some flair or pizzaz to their recordings by being aware of each other’s points of view.

Think: cable news shows with co-hosts.

When you’re able to inject a bit of disagreement into a conversation, it’s a lot more fun to listen to and people are likely not going to click away until they know the outcome. So… take the time to discuss your topics together - enough to know if you might get to fight a little during the episode.

It could be fun - for you and your listeners.

• Suggest sound effects, clips, etc.
• Have notes handy that contain facts, stats, etc.
• Remember it's a conversation, not a polished script
• Don't say, "That's a good question."
• (mine) Rapport goes a long way, but keep it on target for your goals for the episode

Podcasting Tip #4: Learn to be a GREAT interviewer

This entire section of the book was great. Jonathan shares wonderful tips for any podcaster who does interviews regularly. It’s a skill - and it can be developed.

• Be curious

I can’t emphasize enough how important this is. Let me drive it home a bit…

If you’re interviewing to connect with influencers, that’s only half the battle. You’ve got to make those influencers like you and value the connection you make with them. How do you do that? By being curious - truly interested in what they have to say. And more so, how they learned the things they share with your audience.

Curiosity is one of the cure-alls for people who don’t know what to ask. Just think about the person and start asking yourself questions about them - then turn around and ask them.

• Be skeptical (human nature & agendas)
• Look and listen for the truth
• Listen well (inject emotion and genuine interest into it)

The stories your guests tell matter to them. You want those stories to matter to your audience as well.

The better you listen, the better you connect with your guest’s stories, the better you’re able to help your listeners do the same through penetrating follow up questions and the like.

Don’t just look at your list of pre-selected questions to see what you’re going to ask next. Listen and learn right along with your listeners.

• Absorb information clearly
• Do everything to avoid factual mistakes
• Always engage in small talk first

Engaging in small talk before you launch into an interview does a handful of very beneficial things.

#1 - It puts the interviewee at ease. Nothing like a tense guest to make for a boring show.

#2 - It enables you to make a personal connection, and people share more with people they feel personally connected to.

#3 - It allows the guest to forget that they’re being recorded - sometimes. They get so comfortable with you they relax.

#4 - It establishes the beginnings of a relationship upon which your entire conversation will be built. Don’t take this lightly. Your guests need to feel comfortable with YOU before anything else.

• Play dumb
• Yes/no questions should be avoided
• Either/or questions should be avoided
• Ask for analogies to clarify technical subjects

Analogies are word pictures. Ask your guests to use them when a concept or idea is hard to grasp. You can say things like…

“Tell me what that’s like…”

“What is it similar to that my listeners would know from everyday life?”

“How did it feel to experience that kind of situation?”

When you take the time to dig deeper, your guest’s expertise will be able to shine through even more.

• Put the same energy into your questions as you'd like from the answers you receive

This is another gold nugget tip for podcasters.

Don’t ask boring questions and don’t ask questions in a boring way.

The energy you demonstrate in asking is the energy that will come back in the response.

Podcasting Tips From True Audio Professionals

So… these are a lot different than Aaron Mahnke’s recent “10 Super Sassy Podcasting Tips” - but they are just as important.

Maybe more so… because nothing against Aaron, but he’s relatively new to the audio broadcasting scene compared to Jonathan and the folks at NPR.

What they’ve learned through the years can serve us well, if we will apply them well. :)

RESOURCES I MENTIONED.

 

• BOOK: Sound Reporting
• BOOK: So Good They Can’t Ignore You

Leave your question for me to answer!Connect with me…

Carey(AT)PodcastFastTrack.com

On Facebook

On Twitter

 

Subscribe to Podcastification here!